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The Brand & Marketing Brief Worksheet

The Marketing brief worksheet

will provide you with a

roadmap to define your

Brand’s strengths, weaknesses

and opportunities. It is

suggested that every employee

and stakeholder perform this

exercise…

AND THAT THE INFORMATION

SUPPLIED REMAINS

ANONYMOUS &

CONFIDENTIAL.

Remember, the goal of this exercise is to help you “Define” your Brand and

your Brand’s messaging to improve your business model

We recommend that you use this document and have the individuals place

their answers below the questions. This way you can tabulate and chart the

answers to create a “Summary Document”.

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The Brand & Marketing Brief Worksheet

Prepared For

(Your Business Logo here)

Answering the questions on this worksheet will effectively build the skeleton for your Brand

Platform and marketing/communications direction. The information gathered in this discovery

process (client survey, research, interviews) will provide you with the answers needed to

determine the initial elements associated with the overall corporate strategy. Please note: ALL

INFORMATION IS CONFIDENTIAL & IS USED FOR PLANNING PURPOSES ONLY.

We have asked some questions that are typical with a SWOT Analysis. Only answer those

questions that you deem relevant or use. Please be sure to expand your thoughts and “Add” to

the questions if you believe important questions/information has been omitted. We have also

left space at the end of this document for you to add additional ideas or comments.

Project Summary:

Please state general project information, goals, and relevant background information for your

marketing requirements. This paragraph should be a statement overview of the project as a

whole.

1. Please tell us, in your own words, about your company?

2. What is the basic overview of the project(s)? …This area is for what are the key initiatives

that you believe need to be accomplished to facilitate growth….new products, the brand

platform, etc. Briefly include background information on the key individuals that would be

involved if relevant.

3. What are your primary element(s)/single purpose or goals?

4. What are your secondary goals?

5. What are your short term goals?

6. What are your long-term goals?

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Audience Profile:

Profile the target audience. Please provide enough detail to enhance our understanding of who

your audience is. Include some user demographic information if you have it. (If you don’t have

demographic data, you need to find it).

Your goal in answering this section is to provide the following: Who is the target? What do they

care about? And what they do on a daily basis where your product/services impact their

professional/personal experiences utilizing your products/services?

1. Who is your target audience? Choose a “typical user/buyer” and profile in detail. Keep in

mind that we will need an overview that includes both business profiles and individual

profiles that would typically use these products. Include typical occupation, age range,

gender, product usage frequency, and typical reading habits that may include both

consumer or trade magazines, trade shows, entertainment likes/dislikes and any other

relevant information. Profile more than one “typical buyer/user” if applicable.

2. What are typical tasks the user(s) might perform with your key products? Since you have

several products, please give us a brief on your key products/services that you consider key

to the success of the overall goals and business model.

3. Explain how the product is currently sold and where the sales/leads come from. For

instance;

• % of sales on-line x%

• % of sales from trade shows/markets x%

• % of sales thru sales calls x%

• % of sales – other x%

• Total 100%

•

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Perception/Tone/Guidelines:

How do you want your target audience to respond to your marketing presence?

What do you believe, or know, the current audience may currently think and feel about your

company, your products, your web site, current communications and/or advertising campaigns

and past communications and/or advertising initiatives?

1. What do you want them to think and feel?

2. Who, from a direct competitive stand point does a good job marketing and communicating

their products and services and why?

3. Who, from within your industry/competitor does a good job marketing and communicating

their products and services and why?

4. What adjectives can be used to describe the way you want your company to be perceived?

• What adjectives can best describe the current perception?

5. What are some specific visual goals your marketing and communications should convey?

6. What color(s) best describes the company culture “currently” and why?

7. What color would you like to describe your company culture and why?

Competitive Positioning:

How you are different from your competition and the please describe the key factors which you

believe will make your company/products a success?

1. How is your company different from your competition?

2. What elements of your products/services “specifically” set you apart from your

competition?

3. What areas of your current positioning, advertising, people, website, etc., are successful and

why?

Strengths (Answer each of these questions)

1. Advantages of Proposition?

2. Capabilities – Current and Future?

3. Competitive Advantages?

4. USP's - (Unique Selling Points)?

5. Resources, Assets, People?

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6. Experience, Knowledge, Data?

7. Marketing - Reach, Distribution, Awareness?

8. Innovative Aspects?

9. Price, Value, Quality?

10. Cultural, Attitudinal, Behavioral?

Weaknesses (Answer each of these questions)

1. Disadvantages of Proposition?

2. Gaps in Capabilities?

3. Lack of Competitive Strength?

4. Reputation, Presence and Reach?

5. Own Known Vulnerabilities?

6. Effects on Core Activities, Distraction?

Opportunities (Answer each of these questions)

1. Market Developments?

2. Competitors' Vulnerabilities?

3. Industry or Lifestyle Trends?

4. Technology Development and Innovation?

5. Global Influences?

6. New Markets, Vertical, Horizontal?

7. Niche Target Markets?

8. Geographical, Export, Import?

9. New Unique Selling Points?

10. Tactics - Surprise, Major Contracts, Etc?

11. Partnerships, Agencies, Distribution?

12. Volumes, Production, Economies?

13. Seasonal, Weather, Fashion Influences?

Threats

1. Competitor Intentions - Various

2. Market Demand

3. New Technologies, Services, Ideas

4. Vital Contracts And Partners

5. Sustaining Internal Capabilities

6. Obstacles Faced

7. Insurmountable Weaknesses

8. Economy - Home, Abroad

9. Seasonality, Weather Effects

Targeted Message:

State a single-minded word or phrase will appropriately describe your expectations once the

assignment is completed.

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Communication Strategy:

How do you believe we need to convince your target audience?

1. What is the overall message you are trying to convey currently to your target audience? For

example: cost-effective, secure, reliable, efficient, etc. Is it working? If yes, why? If not, why?

2. How do you believe is the best way to convey the overall message to obtain customers? For

example: effective messaging through copy, creative positioning, directed path towards

goals, specific offer in advertising or homepage, etc.

3. How will you measure the success of the marketing initiative? Please be fairly specific.

a. % increase in inquiries/leads

b. % increase in sales

c. Other, etc.

Please add any elements that you believe we need to concentrate on that may have not been

addressed in this discovery.

Sales & Sales Management

The following questions on will effectively build the skeleton for your Sales management,

associates, and store personnel training, processes, and metrics. These will create the

foundation for aggressive yet reachable goal setting and set the tone for true, meaningful and

lasting positive change. The information gathered in this discovery process (client survey,

research, interviews) will provide clarity and depth to our recent telephone conversations.

Please note: ALL INFORMATION IS CONFIDENTIAL & IS USED FOR PLANNING PURPOSES ONLY.

Goal Setting

1. Who sets goals for store/department?

2. What Sales Goals are set?

3. Sales Volume, Profit, closing ratio, etc.

4. When are Sales Goals set?

5. Are budgets attached to sales or other types of goals?

6. What period(s) are measured?

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7. Who is measured - Individually and/or collectively?

8. What furniture categories are measured?

9. What else is measured to a goal?

10. How often are goals reviewed?

11. What type of charting is plotted?

Staffing and Training

1. How many hours per month are devoted to formally training Store staff?

2. How often is training performed by store personnel?

3. Percent of this training Formal ___________ Informal ________

4. Hours per month of formal training? _______________

5. Hours per month of informal training? ______________

6. How often is training performed by factory representatives?

7. Percent of this training Formal ___________ Informal ________

8. How often is training performed by guest speakers?

9. Percent of this training Formal ___________ Informal ________

Please circle topics covered in training and designate F=Formal I=Informal B=Both.

Company History Company Culture Procedures and process

Product knowledge New product training Competitive Product

Selling techniques Active listening Demonstration skills

Problem solving

Please rank the following by most to least topics covered in formal training. Use number one for

the most often covered topic and so on to ten.

Company History Company Culture Procedures and process

Product knowledge New product training Competitive Product

Selling techniques Active listening Demonstration skills

Problem solving

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Merchandising

1. Are all items tagged individually?

2. If practical are all vignettes tagged as a group or collection or as displayed?

3. Are alternate package pricing available in vignette?

4. Are financing offers (Dollars per month, week, etc.) displayed on signage?

5. Are special, featured, or discounted items tagged the same on the floor as current goods?

6. Are alternative colors, fabrics, finishes shown other than by picture?

7. Are best sellers prominent?

8. Are they identified as such on floor?

9. Are featured items prominent?

10. Are they identified as such on floor?

11. Are markdowns shown “was’ “is” pricing on signage?

12. Is sale theme carried out through entire store?

Display

1. How often are vignettes changed or moved?

2. Are displays fully operational?

3. Curios lighted, lamps lit, etc.

4. Are feature call outs on product?

5. Hidden switches, hidden storage, etc.

6. Who inspects floor display condition?

7. Who cares for display during open hours?

Customer Relations

1. Are your T&C (terms and conditions) displayed?

2. Are your T&C explained to every customer?

3. Who helps the customer with financing paperwork?

4. How long to approve most financing?

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5. Once a customer decides to purchase how long does it take to complete the sale

paperwork?

6. Who contacts the customer post sale if there are questions or problems?

Indicate a specific date that you would ideally like the project completed

Feel free to contact us should you have any questions or concerns pursuant to the above

questions.

Please add any elements that you believe we need to concentrate on that may have not been

addressed in this discovery.

Thank you for your answers. Should you have any questions, please feel free contact us.

If you have any questions, please feel free to contact us. You can also request an example of

how this brief was completed by one of our clients, and how it led them to a 40% increase in

sales in their first 9 months after the process was completed.

Bill Napier

Managing Partner

Napier Marketing Group, Inc.

billnapier@napiermkt.com

608-539-3005 (Office)

612-217-1297 (Cell)

About Bill Napier: Bill is a specialist in creating, guiding and deploying successful marketing B2B

& B2C solutions integrating traditional marketing strategies with the web and social media. He

has worked in the home furnishings industry for over 12 years, as the Chief Marketing Officer for

some of the industry's largest manufacturers. He has also responsible for creating and executing

the largest retail based promotions ever launched within the industry.

Examples of his work can be viewed HERE:

Additional articles Bill has written can be viewed HERE: